This document discusses how lean tools and processes can help CMOs tackle modern challenges around increasing ROI accountability and sales funnel complexity. It recommends a 3 step approach: 1) Calculating the revenue opportunity from search to quantify the digital marketing opportunity, 2) Using multi-touch attribution to measure cross-channel effectiveness, and 3) Applying lean processes like kaizen workshops and accelerated launches to optimize campaigns and get better results faster. Case studies show how these lean approaches helped clients increase leads by 8x ROI and generate 38,000 leads for a manufacturing company.

1. Accelerate Revenue with
Lean Digital Strategy
Paul Taylor
CEO
Oct 17th, 2013

2. Agenda
1
2
The Modern CMO Challenge
Tackling the New B2B Sales Funnel
Lean Tools for the Digital Frontier
Fueling Revenue with Lean Marketing
Since 2004, we’ve employed a
metrics-based approach to
converting online visibility into
measurable business results
2

3. Modern
CMO
Challenge
3

4. The Modern B2B Marketer
Part Artist
Part Scientist
 Creative Content
 Tracked Performance
 Visual Media
 Operations
 Social Media
 Analytics
 Email Marketing
 Return on Investment
Image Source: Salesforce & Pardot, ‘The Modern
Marketer’
All of this boils down to 2 MAJOR CMO Challenges:
4

5. 1
Increasing ROI Accountability
CMOs are expected to pioneer digital with calculated certainty.
“2/3 of CMOs will be held accountable for ROI
by 2015. But, HALF feel insufficiently prepared
to provide hard numbers.”
- IBM 2013 CMO Study
All of this boils down to 2 MAJOR CMO Challenges:
5

6. 1
Increasing ROI Accountability
CMOs are expected to pioneer digital with calculated certainty.
Proliferation of new digital channels magnifies the problem.
1 in 4 marketers don’t know which
channel delivers the highest quality leads.
1 in 3 don’t know which channel generates
the most revenue.
- Webmarketing123, 2013 State of
All of this boils down to 2 MAJOR CMO Challenges:Digital Marketing Report
6

7. 2
Increasing Funnel Complexity
Navigating the ‘hidden’ sales cycle of the new B2B buyer.
Then
Now
Source: Branding in the Digital Age, McKinsey, HBR, Dec. 2010
7

8. 2
Increasing Funnel Complexity
Navigating the ‘hidden’ sales cycle of the new B2B buyer.
Buyers are moving 60%
of the way through the
sales funnel before they
engage with sales reps.
Source: Corporate Executive Board, The Most Important Number in
Marketing, Aug. 2011
8

9. 2
Increasing Funnel Complexity
Navigating the ‘hidden’ sales cycle of the new B2B buyer.
Reads peer
reviews.
Discovers blog
covering vendor
differentiators.
Contacts
sales rep
directly.
Google searches
services.
Sees competitor
display ads.
That means nearly 2/3 of the customer journey is
completed BEFORE they appear on your radar.
Are you on their radar, especially in the EARLY
stages of the sales cycle?
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10. So, What’s a Modern CMO to Do?
Build a data-driven
digital marketing
strategy that
delivers with lean
execution.
Here’s how to get started:
Image Source: Salesforce & Pardot,‘The Modern Marketer’
10

11. Agenda
1
2
The Modern CMO Challenge
Tackling the New B2B Sales Funnel
Lean Tools for the Digital Frontier
Fueling Revenue with Lean Marketing
Since 2004, we’ve employed a
metrics-based approach to
converting online visibility into
measurable business results
11

12. Why all the hype about
lean tools?
“Agencies that apply lean tools
get
33% Better Results.”
- Boston Consulting Group, ‘Cutting Complexity
Adding Value’, May 2013.
12

13. Real Client
Results

14. Lean Digital Marketing enables
our clients to:
1
Get results 66% faster.
2
3
Cut cost per lead in half.
Experience 2X lead volume.
4
Gain $8 pipeline revenue for every $1 spent.
14

15. Case Study:
$16B Manufacturing Company
 Dominated offline market,
but lacked cohesive online
presence and lead gen.
 Decentralized BUs focused
on vanity metrics.
 Developed kaizens to
implement programs and
accelerate lead gen from
search.
 Standardized scorecards,
benchmarks, & projections.

16. Case Study:
$16B Manufacturing Company
BOTTOM LINE: 38,000 Sales Leads Worldwide in 18 Months.
Lead 23 Operating Companies across 5 countries through
25+ Kaizen Workshops to accelerate global digital
marketing lead gen growth.

17. Case Study: Zenprise
 Extremely competitive, mobile
industry keywords.
 Internal team lacked bandwidth.
 Needed to increase lead
volume.
 Implement lean accelerator
launch.
 Set benchmarks w/ scorecard
accountability.
 Create decisive action plan.

18. Case Study: Zenprise
BOTTOM LINE: 8X Return on Search Investment

19. Where
does lean
fit in?
19

20. Accelerate the B2B sales funnel with
3 Steps:
1
Calculate your revenue opportunity from search.
2
3
Measure channel effectiveness with multi-touch
attribution.
Get better & faster results with the Lean Process.
20

21. 1
Calculate Search Opportunity
Quantify Digital Marketing Opportunity in Terms of Dollars.
Example:
“As a channel, search is
worth nearly
$1.6 BILLION
for us.”
- Raj Rao, 3M VP Global eTransformation
21

22. 1
Calculate Search Opportunity
Quantify Digital Marketing Opportunity in Terms of Dollars.
Cost of Not Ranking Formula
A simple calculation can inform you how much revenue you are
missing by not ranking on search engines for top keywords:
Keywords
Monthly Search Volume
Resource management
673,000
Portfolio management
207,000
Project management software
59,200
It governance
27,600
Software project management
15,700
Project management tools
14,800
It project management
Monthly Cost of Not Ranking on these Keywords
Click Through Rate
(7%, page 1 average)
71,729 new website visitors
Visitor to Lead Rate
(1-3%, B2B average)
1,793 new leads
Raw Lead to Qualified Rate
(15%)
269 new qualified leads
12,100
Lead to Sale Rate
(10%)
27 new deals
Project management office
8,700
Average sale price
$100,000
Project portfolio management
6,600
Total Monthly Searches
1,024,700
$2,700,000 monthly revenue
Annual Cost of Not Ranking
$32,400,000 annual revenue
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23. 2
Cross Channel Attribution
Streamline campaign optimization w/ multi-touch attribution.
Close the gap by tying SEO, SEM, & Social
visitor data to won deals in CRM.

24. 2
Cross Channel Attribution
Streamline campaign optimization w/ multi-touch attribution.
Optimization
Feedback
Loop
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25. 3
Fuel Revenue with Lean Tools
Applying traditional lean process to digital marketing.
Accelerator Launch
Implementation
Keywords
Research,
Competitive Audit
and
Opportunity Analysis
Content
Selection and
Mapping
Blog, Press Releases,
White Papers,
“How-To”, News
Site
Architecture
Meta
Content
Page Titles, URL’s
Tracking & Adjustment
Inbound
Links
Social
Signals
Reporting with
KPI Scorecard,
Attribution
and Optimization
25

26. 3
Fuel Revenue with Lean Tools
Applying traditional lean process to digital marketing.
Accelerator Launch
Kaizen Accelerator Workshop
1.
Establish cross departmental
commitment.
2.
Detail accountability.
3.
Complete all pre-launch tasks.
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27. 3
Fuel Revenue with Lean Tools
Applying traditional lean process to digital marketing.
Example Workshop Deliverable: Action Plan with Owners

28. 3
Fuel Revenue with Lean Tools
Applying traditional lean process to digital marketing.
Implementation
Execute on Action Plan
1. Launch SEO, SEM, & Social campaign
components.
2. Optimize for continuous
improvement based on scorecard
benchmarks.
28

29. 3
Fuel Revenue with Lean Tools
Applying traditional lean process to digital marketing.
Measurement
Scorecard Accountability
1. Focus only on the best
leading metrics to
revenue.
2. Adjust with Root Cause
Counter Measure.
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30. Use Lean Tools to Realize
3 Key Takeaways:
1
Quantify your revenue opportunity from search to
inform your digital marketing strategy.
2
3
Measure channel effectiveness by revenue with
multi-touch attribution.
Get better & faster results w/ accelerated Lean
Process.
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31. Thank you!
31

32. Keep the discussion going.
Connect with us on LinkedIn:
Join our new Bay Area CMOs LinkedIn group to stay in touch.
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